First Burberry Brit Store opens in London with Live Performance by Life in Film

by Katie on May 18, 2011

Last week, I was lucky enough to attend the opening of the first Burberry Brit store in Covent Garden, London.  

What can I say?  It was as if a huge Burberry ad had bust forth and spewed hundreds of finely featured youth, clad in super expensive Burberry, all fresh faced and pristine clean, but I must say, all bearing a slightly scared and lost air.  

And, despite their ever alleged hip credentials, reeking of upper middle class affluence – not exactly street wise, methinks.  This is one lady who has seen The Clash play in pubs and went to most of London’s iconic clubs in the ’80’s and ’90’s.  I can spot street wise at 40 paces and though the champagne flowed and the vibe was upbeat and indie to the max, Camden and ‘Brit Pop’ musoo-tastic in the ’90’s, this was not.

The appearance by Amber Atherton of E4’s ‘Made In Chelsea’, though it thrilled me enormously, added to the ‘born with a Burberry branded silver spoon in one’s mouth’ feel of the event.  Still, it was great fun and we bopped along to indie new-bloods, British Burberry Acoustic band, ‘Life in Film’ (very good), at the front of the stage, like erstwhile young groupies.  We were kidding no-one. 
Added to all this, my friend Le Rara, the ever ahead-of-trend, Disneyrollergirl and I were the only oldies (and I use that term very loosely) there who seemed to know the words to Suede, Roxy Music et al despite the cooler than cool, music edge.  I loved it.  We out hipped the platinum plated yoof, yah!

But on to the store itself.  In the midst of Covent Garden’s growing stable of brands, the Burberry Brit store stands supreme.  Says, Christopher Bailey, Burberry Chief Creative Officer,  “We are really excited to open our first Burberry Brit store in London.  We have had great feedback from our Brit stores around the world, so it felt right to open the biggest Brit store in our home city. The store is designed to be multi-functional and modern in the way everything is presented to the customer.”

The launch event was attended by over 400 guests including Burberry models Lily Donaldson, Cara Delevingne, Edie Campbell, Tali Lennox, Sophie Kennedy-Clark, Douglas Booth, Tara Ferry, Jacob Young, Seb Brice, Sasha M’Baye, Thomas Penfound, Johnny Flynn, Karen Anne and Alex Watson all dressed in Burberry.   As well as Ellie Goulding, Julia Restoin-Roitfeld, Poppy Delevingne, Gemma Chan and Benedict Cumberbatch (who the Chutzpah ran into later in the evening).

Burberry’s link with British bands and music is inspired.  I only wish there were some more grit.  Old habits die hard, eh?

What do you think of the Burberry Brit store and the launch pics.  Let me know in the comment box below.  Thank you.

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